We are at a pivotal moment for young talent in the creative industry. The possibilities for those entering the field today are boundless, with opportunities that stretch far beyond the conventional. Young creatives can now explore new materials, innovative technologies, and immersive spaces that are redefining what it means to be a creative professional. It’s an incredibly exciting time to create.

However, there is a perception within most traditional educational establishments and across the industry, that AI is threatening to encroach on the skills of junior roles and devalue human creativity.

Yet the rise of AI and other technologies should not be seen as threats but as catalysts for change—tools that can amplify creativity and open doors to new possibilities. In a world where 42% of young adults feel discouraged from pursuing a creative career due to perceived difficulties, and over a third (37%) worrying about AI replacing creative jobs, we must shift the narrative. Instead of focusing on the barriers, we must champion the limitless potential of a creative career today.

A fresh perspective on the creative industry

The debate around AI’s impact on the creative industry often focuses on job security, particularly the future of creative roles. But history shows that technology can democratise creativity—putting the tools of creation into everyone’s hands, just as smartphones did. Now, with AI, we’re seeing another significant shift.

Four in five online teenagers aged 13-17 now use generative AI tools and services including ChatGPT, Snapchat My AI and Midjourney while internet users aged 16 and above are, on average, comparatively more reluctant users of generative AI (31%). The next generation of talent are developing their skills in areas where older generations are falling behind– a distinct advantage for them. CEOs and hiring managers can harness this to strengthen their businesses and enrich the brand experience.

This is where the role of established creatives becomes crucial in shaping the future industry – to leverage the very best aspects of AI which help make our creative processes more efficient and our ideas more innovative. Seasoned professionals must take inspiration from the younger generation to stay relevant and push the boundaries of what’s possible. The fresh perspectives and inherent tech-savviness of young creatives can inject new life into our tried and tested industry practices, driving businesses forward and creating the environment for young talent to thrive.

Educating beyond traditional skills

With the creative industry changing every day, the fundamentals of being a creative are in constant flux. The next generation must explore new and innovative ways to build their portfolio of experience and develop skills that aren’t always taught in traditional settings. Education systems need to evolve, offering a curriculum that reflects the dynamic nature of the industry, rather than outdated models.

There are more than 1,500 art and design degrees available across the UK, but with funding set to be cut for university performing and creative arts courses next year, the lack of accessibility to the creative industry will only grow. Many don’t know that a creative career path is even a possibility, with less than 25% of A-Level students saying they have been recommended a creative career by their schools—a statistic that underscores the urgent need for change.

Creative careers are vast in their variety and scope. Today’s students are multi-disciplinary by nature—they want to experiment, to merge disciplines, to collaborate and to explore how technology and creativity can intersect in exciting ways. Educational institutions must embrace this shift, and industry leaders should support platforms like the UK Creative Festival which celebrates and showcases the very best of creativity and supports young people looking to get into the industry.

The power of personal branding

Personal branding is a powerful tool for young creatives and shouldn’t be overlooked in developing their careers. It is crucial that they learn the skills, not just to create but to build their brand and understand business fundamentals.

Platforms like TikTok have become launch pads for showcasing talent, with success stories like Glow for It demonstrating how a unique voice can resonate with millions. The viral TikTok brand born out of lockdown and the motivation of founder Daisy Kelly started with Kelly packing orders from her mum’s kitchen. Her brand rapidly grew in popularity, generating over four million video likes and recently won the "Greatest TikTok" Award.

Young creatives have many ways to get noticed, and they should develop and adopt a strategy that best communicates their unique voices. All too often it seems like success is achieved by those who shout the loudest, but this isn’t always – and needn’t be – the case. Young talent need to strategically build and communicate their brands, using the tools at their disposal to carve out their place in the industry. They can be a brand’s most powerful asset, as they bring a wealth of knowledge to help brands understand their future customers and connect with the wider community.

Entering the creative industry can be daunting, but the future hinges on our ability to evolve and empower the next generation of talent. It is a shared responsibility—across agencies, educational institutions, and industry leaders—to break down the barriers that young creatives face and to create an environment where they can thrive. We all started in the same place and by not only doing more to support emerging talent, but also putting ourselves in the shoes of today’s young creatives, we can build a better future for our industry. It falls on all of us to make creative careers more obtainable and offer emerging talent the fundamental skills needed to kickstart their careers. If we fail to do so, we risk facing a shortage of brilliant young talent entering the industry.